: In Google Webmaster Tools why are impressions not correlated with clicks? The impressions and clicks don't seem to correlate on Google Webmaster Tools for my site. Whereas the impressions vary
The impressions and clicks don't seem to correlate on Google Webmaster Tools for my site. Whereas the impressions vary widely, the clicks stay constant. I would expect the clicks to my site to go up (even if slightly) when the impressions go up.
Sample days: 2,522 impressions, 91 clicks (3.6% CTR). 1,038 impressions, 54 clicks (5.2% CTR). 2,472 impressions, 104 clicks (4.2% CTR). 1,123 impressions, 70 clicks (6.2% CTR).
So whenever the impressions get less, the CTR rises a lot, when impressions get more, the CTR drops. I have only given an example of four days but this behavior is consistent throughout the 90 days that GWT shows.
It will probably be tempting to put this down to chance, but looking at the graph on GWT it seems not to be a matter of chance. The impressions line varies between 1000 and 2500, with huge jumps up and down, whereas the clicks line stays completely flat, around 70-100.
Why is that?
More posts by @Debbie626
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Click through rate is not a constant but depends on:
The ranking -- The result in the first position may have a 25% CTR, second a 10% CTR, down to tenth with a 1% CTR
How the listing looks -- Does the result match the query well? Are the keywords bold? Is there a call to action?
You don't say what Google Webmaster Tools reports as your average position, but my guess is that the ones with the better CTR are ranking better.
You actually have good click through rates (CTR)! Impressions can be more than one per page and people often confuse these numbers when looking at them. I look at Queries vs. Clicks. If your ratio is something like 1:1 (1 to 1) or approaching it, then you are doing rather well. A click through rate of 1% can be considered good by some. More than that, then you are doing really well. Of course, some sites will enjoy a very high CTR. What I do not like is this page by Google. In fact, quite a few Google metrics are misleading and/or does not tell me what I really need to know. This is one of those pages that can be improved somewhat and people get confused over.
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